Brands want the most bang for their buck. Who doesn't? They want multi-platform, and they want it bigger and better than ever before. They need to combine this with efficiency and scale. Despite having no time, they most importantly need to make a big splash with consumers.
Publishers need to win the deal. They need to execute bigger, better, and they need to be efficient, while delivering scale. With the same time constraints, they need to give brands a voice and they need to make it count.
With that in mind, how do we, as publishers, make marketing wins for our clients? Without oversimplifying the matter, we make wins for our audience.
What does that mean? Ultimately, your clients want eyeballs. They need your draw. More importantly, brands pay extra to be around real, devoted users. They need (as do you) those eyes to stay engaged, interested, and coming back for more. Otherwise, brands can employ networks where they can pay dirt for dirt. However, they know those interactions aren't meaningful or sticky, so they'll hand over the money, if you hand them the people. And, if you want your people to stay - to pay - you need to serve up the right brand-to-content balance so they're not left choking on the bill.
Now, obviously, the more loyal the eyeballs, the more territorial the audience, which requires an attentive, creative, and expert approach to integrating brand messaging into "their" site. But, that's what brands are paying for: quality! Remember, you're not stuffing boxes with bargain-basement circulars. You're looking to get paid for premium content and premium audiences, so you've got to create premium experiences.
Finally, we've all heard that brands want to fish where the fish are. But the fish won't bite if the bait ain't right. There are rules for publishers to follow when it comes to marrying advertising, content, and community. Below we outline some maxims to keep top of mind, along with ways those rules can be applied through ad products and campaigns.
Finally, while this may all sound easy, it takes a concerted effort to devise and execute holistic programs that enhance your audience's experience with a group of marketers and creatives that can bring their vision and experience to bear.
In summation, you are the master of your market. Act like it. Be a good leader, build a great space, and the people will come. Create great experiences and your audience will bring their friends. Protect that space and they'll keep coming back - both your clients and audience, alike.
Audience image on home page via Shutterstock.
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Manuel Donayre is the Executive Director of Creative & Marketing for Evolve Media Corp., an integrated digital media company focused on vertical publishing, advertising sales and marketing services for its clients. Originally hired in 2009 to develop the eight-person Sales Integrations group, Manuel helped grow the department to a team of 85, made up of both domestic and international designers, directors, front-end developers, site engineers, project managers and marketing strategists. While managing the Creative division, Manuel continues to oversee and develop award-winning integrated campaign programs, creative brand strategies, core standards and practices, infrastructure development, as well as video production and concept generation for all Evolve divisions to execute against global sales and company goals. During his time at the company, he played a key role in helping Evolve win numerous campaign awards from organizations such as Digiday, Cynopsis Sports Media, ClickZ Marketing, and thinkLA Interactive.
With over 20 years of experience, Manuel came to Evolve from A.D.D. Marketing & Advertising, where he served as Creative Director Offline/Interactive. Previously, he worked in the music industry at both MCA Music Entertainment Group, and Priority Records, and spearheaded the brand development and video production for many award winning artists.
Manuel received his Bachelor of Fine Arts at the Art Institute of Southern California.
June 20, 2013
1:00pm ET / 10:00am PT